Search

Once consumers have recognized the existence of a problem, and assuming there are no
constraints preventing further behaviour, they move to the search and evaluation stage of the
decision making process. The term “search” refers to mental as well as physical information-
seeking and processing activities which one engages in to facilitate decision making regarding
some goal object in the market place. Consequently, search may be undertaken in order to find
out about products, prices, stores and so on. Search may be categorized as prepurchase or
ongoing and as internal or external.

Further, there are many types and sources via which we can get the information, of which three
general categories are:
1. Marketer-dominated sources – Information stems from sales people, packaging and other
sources which are in control of marketer.

2. Consumer Sources – It Includes all the interpersonal communications which are not under
the control of marketer.

3. Neutral Sources – It includes a portion of mass media, government report and publications
from independent product testing agencies.

Amount of external search activity done by consumer varies and it shows a very surprising
picture as it was found out that 15% of the consumers which are car buyers doesn’t consult
anyone prior to purchase, while 30 % were consulted by one whereas 26% were consulted by
two. On a broader view, shoppers acquire limited information about the brands actually under
consideration.
Market Conditions also provides with the number of alternatives to the consumer on prices of
brands, style an appearance and various product alternatives, and these situations influence risk
into the market, these risks can be classified into:
 Monetary or financial risk – The consumer may lose money if brand doesn’t work

 Functional or performance risk – The brand doesn’t work and consumer wastes time in
getting the product repaired or to keep it in shape

 Physical risk – The brand may be harmful to one’s health such as food and beverages.
  Social Risk – The brand may negatively affect the way others think such as Cars,
Houses.

 Psychological Risk – The brand may not fit in well with consumer’s self-image

To deal with these risk consumers may buy the brand whose advertisement has been endorsed
by celebrities, or an expert of the product, buy the brand which consumer has used before, buy
a major well-known brand, buy the brand approved by private testing company, but brand with
money back guarantee, buy most expensive and elaborate model of the product.

Evaluation
Evaluation is based on evaluative criteria which can be salient to the consumer or which can
be determinant to the consumer. some refer to a determinant attribute which meets both of these
conditions for a consumer as a critical attribute.
During Search, the brand alternatives to the buyers can be umpteen in number, so the first
decision will be to reduce the number of alternatives available and for the filtering process of
these alternative consumers may find criteria to be financial reach, perceived motive,
insufficient information on evaluation of alternatives, already tried brand or negative feedback
or word of mouth communication.
To Evaluate these alternatives following rules may be followed:
 Non-Compensatory Decision rules
 Disjunctive rule
 Conjunctive Rule
 Lexicographic rule
 Sequential Elimination Rule
 Compensatory Decision rule
 Consensus